Marketing plan for a Chinese product (insulation material for e-Drives)
The global automobile manufacturing industry is seeking for more sustainable cars. Therefore, many corporations want to participate in the growing e-mobility market. The same is true for the DEAN Group, a Chinese insulation manufacturing firm which wants to expand from Asia to Europe.
Hürlimann Yves & Wittwer Marvin, 2020
Bachelor Thesis, LangSys GmbH
Betreuende Dozierende: Michael Jeive
Keywords: Marketing plan for a Chinese product
This Bachelor thesis deals with a marketing plan for high quality insulation paper, mainly used for e-drives, applied by German e-drive manufacturers. The assignment was commissioned by LangSys GmbH, client of the University of Applied Science and Arts Northwestern Switzerland, and should ultimately serve DEAN in its expansion strategy. With the guidance of the client and his broad network, the students are asked to gather data for the marketing plan which intends to support the introduction and distribution of the insulation paper in Europe.
The paper is based on primary sources, gathering data from market players of the car industry. The expertise of these technical researchers and developers helped to analyze the market for insulation material for e-drives. To examine the market, a macro- and a microenvironment analysis have been conducted. This helped to conceive a SWOT analysis of DEAN and supported the authors to draw conclusions and recommendations. Also, the paper includes secondary literature review. The most relevant sources for the marketing plan were selected with the marketing models of Kotler and Armstrong as basis.
The macroenvironment analysis has shown the trends towards a sustainable car industry with new technologies. It was found that by 2050, almost a third of the cars worldwide will be electrical. This proves the future needs for electrical engines and hence the need for insulation paper. A key finding of the microenvironment analysis is the small number of competitors in the insulation market, with its leader Dupont. Other findings are the strong technical characteristics of the insulation material of DEAN with respect to dielectric strength, surface quality and their advanced knowledge, which can help them to gain market share. To profit from their advanced product, they will need to build an European warehouse and position themselves as a full solution provider as they do it in China. It was discovered, that the customers expecta delivery within two to four weeks. Also, it is crucial for DEAN to adapt their communication strategies to European standards, especially when considering their website, which was detected as the main weakness. To conclude, DEAN should focus on its strengths and make use of their wide knowledge and can therefore successfully enter the European market.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: Strategie, Marketing & Kommunikation